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Author: Minter Dial

Minter Dial is President of The Myndset Company, a boutique agency providing specialised services for branding and digital marketing. Renowned international speaker and an ex-member of the Worldwide Executive Committee of L'Oreal Professional Products Division, where he worked for 16 years in 4 countries, Minter provides a combination of strategy, management and execution, including bespoke executive coaching and training programs. He is on the Board of Lastminute.com Group and L'Ecole de Communication Visuelle (ECV, Paris), and is co-author of the upcoming book, Ready for Disruption (Pearson). Myndset clients include Adobe, Orange, Kering Group, Publicis, Remy Cointreau, Redcats (La Redoute), Tencent.

Both the sales and marketing functions have been significantly impacted by the arrival of the connected customer plus a new set of digital tools, devices and platforms.

Brand marketers and sales teams need to adopt to the new world order or risk serious business consequences. At its core, the change required is one of mindset. There is no prescribed path, so brands need to experiment and teams need to be in a constant learning mode.

Whenever one tries something new, failure is a very real risk. Yet, it’s not because we might fail that we should not act.

These days, there is a plethora of choice. There are myriad new tools, platforms and systems from which to choose to help drive the business.

However, whichever digital option a brand selects, most companies are failing to act on one very central theme for survival: customer centricity.

While many senior executives are speaking about being 'turned toward the client' unfortunately, it’s a clear case of easier said than done.

What are the keys to converting into a truly customer-centric organization? This is the question that I'll explore in this article, co-written by Stephen Gresty...

On May 7, 2012, François Hollande took over from Nicolas Sarkozy as President of France. If, for many, the final vote was read as an indictment against Sarkozy, more than a vote for Hollande, both candidates outdid themselves equally in one area: they were both equally inept at handling the social media opportunity.

As we reflect on the Obama-Romney duel, one can observe that social media and politics are inextricably linked. While social media has had a well-noted impact in the Arab Spring and, increasingly, in deeply controlled countries such as Saudi Arabia and China, the relationship has even more impact in a democratic forum, where openness and liberty of expression are enabled, along with the potential for anonymity.